As the economy becomes more globalized, businesses and other organizations look for increasingly specialized language services.
Both translation and transcreation involve converting content from one language to another.
However, there can be major differences between these two activities. And it’s important to take into account before choosing the right service.
This article will analyze these differences in greater detail to help you choose the alternative that fits your requirements more effectively.
Let’s start with the definition of transcreation. This is a unique text conversion method that necessitates modifying the language, style, and intention of the source content to convey its meaning to the audience accurately. It transcends the surface-level meaning of words and requires the transcreator to exercise inventiveness in order to capture the subtleties and mood of the original content.
Its aim is to elicit identical sentiments and reactions as the original text in the target language. This type of service is ideal for marketing, advertising, and branding projects that need to be tailored to specific cultures and audiences.
An example of transcreation is a slogan like ‘Just do it’ being translated into Spanish as ‘Hazlo Ahora (literally ‘Do it now”). It captures the same sentiment of taking action, even though it does not literally translate to the original phrase. The same could be said for a product description, where instead of translating the technical features into another language, the transcreator would craft a text that captures the essence and tone of the original.
In contrast, translations need to ensure an accurate conversion of the material in question. When translating, it’s crucial to convey the literal meaning of the words rather than their underlying emotions or intentions.
For this reason, this type of service is appropriate for academic publications, medical texts, and legal documents.
For example, a legal paper must be translated verbatim to ensure precision. Using a transcreation approach may yield an inaccurate result due to the creative liberties taken by the translator.
It’s now time to focus on each difference in greater depth.
Deciding between translation and transcreation services depends on the project’s goals and setting.
Accuracy and consistency are emphasized in translation, which requires awareness of both languages and source material context. It’s appropriate for academic articles, medical texts, and legal papers since it guarantees that the content remains unchanged.
However, if creativity and emotional engagement are important, transcreation is the better option. This type of service requires the translator to act as a creative problem solver. It allows for more freedom in adapting the content to the target language by adapting idiomatic expressions, humor, and cultural references. It is suitable for marketing, advertising, and branding projects, as it evokes the same sentiment as the original content.
Another factor to consider is the target audience. Transcreation requires a strong understanding of the target market and audience preferences, as it often involves changing the original text’s structure and organization to better suit the target audience. In contrast, translation is better suited for relaying an identical message without the need to modify it for the intended audience.
Finally, consider the time and resources you have available. The transcreation process is usually more demanding in terms of time and resources, as it requires creativity and teamwork. Translation, however, may be a quicker and more uncomplicated task.
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